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Millercoors Celebrates 15 Years Of New Year’s Eve Free Rides Program In Madison

16 December 2008

Metro Transit Partners with MillerCoors to Prevent Drunk Driving

MILWAUKEE, GOLDEN (December 15, 2008) - MillerCoors today announced that it is partnering with Metro Transit to offer the MillerCoors Free RidesTM program in the Madison area on New Year's Eve. This year the program celebrates 15 years of free rides for Madison area residents. Encouraging people to celebrate New Year's responsibly, the program, formerly known as Miller Free Rides, helps prevent drunk driving by providing a safe transportation alternative. MillerCoors Free Rides will offer free bus service starting at 7 p.m. on Wednesday, Dec. 31, on Metro Transit routes with service to Madison, Town of Madison, Middleton and Fitchburg.

"The MillerCoors Free Rides program reminds consumers that drunk driving is completely preventable, and is just one of the options available to ensure that those celebrating the holiday get home safely," said Kim Marotta, vice president of corporate social responsibility for MillerCoors. "Whether people take the bus, use a designated driver, call a cab or decide to stay overnight at a hotel or friend's home, planning ahead helps make the evening memorable for all the right reasons." 

MillerCoors Free Rides has successfully helped prevent drunk driving throughout its history by taking more than 1.7 million cars off the road during key holidays. The program recently received recognition from the Wisconsin chapter of Mothers Against Drunk Driving (MADD), which presented MillerCoors with an award for the community service program at its first annual statewide award ceremony in September 2008.

The program will provide service to many popular holiday destinations, including restaurants, bars, local family events and neighborhood celebrations. Route and schedule information is available at or by calling 1-800-FREE-RIDES (1-800-373-3743). Anyone who utilizes MillerCoors Free Rides receives an incentive called "Restaurants Rewarding Responsibility," providing coupon offers from participating area restaurants including Champp's, Chili's, Saz's, TGI Fridays and Flannery's/McGillicuddy's.

"This important community event helps to keep New Year's Eve safe for everyone," said Chuck Kamp, general manager of Metro Transit. "The MillerCoors Free Rides program makes it easy and fun for people to use Metro and to safely ring in the New Year."

"Alternative transportation programs like MillerCoors Free Rides are wonderful for helping to keep our roads safe," said Jim Cardinal, executive director of the Wisconsin Sheriffs & Deputy Sheriff's Association. "Be smart and designate a driver or choose another way to get home safely this holiday and please don't forget to buckle up."

In Denver this year, MillerCoors, along with the Colorado Department of Transportation (CDOT), is providing support for similar free light rail and bus service on New Year's Eve in partnership with Regional Transportation District (RTD). This program, called Plan Ahead Colorado, also helps make roads safer on this popular holiday.

MillerCoors Free Rides Program Supporters:
Madison Mayor, David Cieslewicz, Dane County Executive, H & M Distributing Company Inc., Dane County Sheriff's Department, Downtown Madison Inc., Madison's Central Business Improvement District (BID), Wisconsin Sheriffs and Deputy Sheriffs Association, Tavern League of Wisconsin, Wisconsin Troopers' Association, Preventing Alcohol-Related Crashes (PARC) Task Force, Wisconsin State Office of MADD, Wisconsin Department of Transportation, Wisconsin Restaurant Association, IMPACT Inc. - Alcohol and other drug abuse services and Fighting Back, Inc.

About MillerCoors
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers.  MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales.  Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment.  Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light.  The company also imports Peroni, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and the Sparks line of caffeinated alcohol beverages.  MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company.  MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, WI and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.  MillerCoors vision is to become the best beer company in America by driving profitable industry growth.  MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact.  MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

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